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BC Web Wise wins Fortune Cooking Oil's digital mandate

By afaqs! news bureau , afaqs!, Mumbai | In Digital | January 06, 2012
The agency will spearhead a new digital campaign to target mothers, and establish the brand as a catalyst for a happy, healthy family.

Digital advertising and marketing agency BC Web Wise has bagged the digital account for Adani Wilmar Group's Fortune Cooking Oil. Earlier, the agency had carried out a Facebook campaign for Fortune Plus Low Absorption Oil.

Angshu Mallick

Chhaya Balachandran Aiyer

The new campaign for the cooking oil will target Indian mothers. It will focus on the mother-child bonding, and the part played by a mother's cooking towards enhancing that bond. The cooking oil brand has also tied up with food channel Zee Khana Khazana to feature chefs on TV.

Commenting on the need for an engaging campaign on the digital front, Angshu Mallick, COO, Fortune Cooking Oil, says, "We understand that in today's world, internet as a medium, has gained popularity amongst the young and working class consumers. To capture this clientele, it is necessary to give digital initiatives their due importance. The web is the fastest growing medium, and no marketer can afford to miss it."

The agency plans to use a mix of social media tools such as Facebook and websites to promote the brand.

Commenting on the win, Chhaya Balachandran Aiyer, founder and managing director, BC Web Wise, says, "We are very excited to take our association with the Adani Wilmar Group to the next level. As partners in its digital initiatives, we are confident of establishing Fortune Cooking Oil as a catalyst for a happy, healthy family, with the mother as the centre of the family unit. Our campaigns will target mothers and their children, who bond over a delicious home-cooked meal. As a mother who takes immense pride in cooking for my son, I am particularly close to this campaign."

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